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Danone-owned probiotic yogurt brand, Activia, has launched Activia Proactive, as part of a broader brand refresh aimed at enhancing consumer engagement with gut health.

This introduction comes alongside a significant reformulation of its existing yogurt products, which now feature simpler ingredients and a reduction of 25% in sugar content.

Activia Proactive is positioned as a thick and creamy low-fat yogurt that contains billions of live probiotics and prebiotic fibre, specifically designed to support digestive health.

Each serving offers 10g of protein and 3g of prebiotic fibre, catering to the growing consumer demand for functional foods that promote overall wellness.

The product is available in various flavours, including Vanilla, Strawberry, Mixed Berry and Peach Mango, in multipacks at a suggested retail price of $4.69.

The launch of Activia Proactive aligns with current market trends highlighting gut health, particularly among younger consumers.

A recent study by Danone revealed that a significant portion of the US population remains unaware of the gut microbiome's influence on overall health, highlighting an opportunity for brands like Activia to educate consumers about the benefits of probiotics.

"We've seen an organic glow-up among Gen Z and Millennials in particular, who are embracing a healthier mind-and-body approach to wellness," said Derek Neeley, VP of marketing, gut health at Danone North America.

He continued: "As a premier probiotic yogurt brand that has been dedicated to educating and supporting consumers for more than two decades, we're energised by the growing awareness of gut health as a foundation for overall wellness".

In conjunction with the product launch, Activia is implementing a modernised packaging design across its entire yogurt portfolio, aiming to appeal to a contemporary audience while retaining its established identity.

The brand's marketing strategy also includes partnerships with wellness experts to provide science-backed guidance on gut health, reinforcing its commitment to consumer education.

This pivot comes as Activia celebrates over 20 years in the probiotic yogurt market, positioning itself to capture a new generation of health-conscious consumers while maintaining relevance in a competitive landscape.